ANA Brand Innovation @ Anheuser-Busch presented by Pinterest (Members Only Conference)

When
Begins:Friday, December 7, 2018 at 9:00am
Ends:Friday, December 7, 2018 at 4:30pm
Where

Anheuser-Busch
125 West 24th Street
New York, NY 10011

Registration Pricing
    Client-Side Marketer Marketing Solutions Provider Gold Marketing Solutions Provider Silver Associate Individual Nonmember
Registration
  Members Only Conference $0 $250 $350 N/A N/A

register now

Agenda
Friday, December 7, 2018
9:00am  

Breakfast

10:00am  

Opening Remarks

10:05am  

CMO Panel

10:25am  

ANHEUSER-BUSCH’S AGILE MOONSHOT: TRANSFORMING INNOVATION TO LEAD FUTURE GROWTH

Over a 25 year period between 1982-2007, Anheuser-Busch was the undisputed growth champion in the US market, reaching an enviable leadership position through creativity and innovation.  But over the past decade, growth slowed in the face of changing market dynamics.  With a new vision to lead future growth, A-B is placing renewed emphasis on innovation and using an agile development process to turn insights into action in record time.  In this session, Jake Kirsch, A-B’s VP of innovation will discuss their new model and the opportunities and challenges deploying Agile in a large company.

Jake Kirsch

Vice President, Innovation

Anheuser-Busch

11:10am  

CROCS: HOW ACTIVATING LOYALISTS REINVIGORATED A GLOBAL BRAND

After explosive growth in the 2000s, Crocs’ iconic clog had become a cultural phenomenon. Consumers around the world knew of Crocs, but by 2015 brand metrics and growth had stagnated.  Leadership was challenged with reinvigorating the brand. Crocs tapped brand ambassadors to create engaging content and exciting new products were launched in a powerful way across all channels.  Content creators and influencers were used to help convey various messages, and introduced fans to new products and campaign messaging. The Audience Lens led to an unprecedented social response and the company was able to unleash millions of loyalists and a brand love that, while always in existence, remained largely untouched.  As a result, Crocs improved brand desirability and esteem and more than doubled the stock price in the last 12 months.

Terence Reilly

Chief Marketing Officer and Senior Vice President

Crocs, Inc.

11:55am  

Luncheon

1:00pm  

HOW SWEDEN'S ORIGINAL OATMILK BRAND LEVERAGED DATA SCIENCE TO BREAK INTO THE US MARKET

Founded back in the 1990s based on Swedish food technology research, Oatly patented enzyme technology turns fiber rich oats into nutritional liquid food. In this session, Mike Messersmith, General Manager, US at Oatly will share insights into how the company approached their brand launch in the US market by extracting meaningful signals across brand web assets, using machine learning and data science, and analyzing visitation patterns to understand the Non-Dairy milk distinct subpopulations and how to target and engage them.

Mike Messersmith

General Manager, US

Oatly

1:45pm  

TBD

Meredith Guerriero

US Head, Partnerships

Pinterest

2:30pm  

Coffee Break

2:45pm  

THINX: "PEOPLE WITH PERIODS" CAMPAIGN

This documentary and advertising campaign created by THINX, the innovative period solutions company, celebrates the depth and diversity within their community of people with periods. The surreal nature of the campaign's images represents the importance of shifting society's perspective regarding the menstrual experience — like normalizing the fact that some men have periods. In this session, Siobhan Lonergan, Chief Branding Officer of THINX, Inc., will discuss how the brand's creative approach underscores its core mission to empower every body.

Siobhan Lonergan

Chief Branding Officer

THINX, Inc.

3:30pm  

TAKING SMART BRAND RISKS AT KRAFT HEINZ

Kraft Heinz is known for its iconic brands like KraftHeinzABCCapri SunClassicoJell-OKool-AidLunchablesMaxwellHouseOre-IdaOscar MayerPhiladelphiaPlantersPlasmonQuero, Smart Ones  and Velveeta. SVP and head of brand and R&D Michelle St. Jacques will share insight on Kraft Heinz’s strategy for keeping their brands both relevant and top of mind. Kraft Heinz has developed a methodology for inserting itself into social conversation by first having a clear idea of what a brand stands for, then finding things that people want to talk about and tapping into those conversations with the potential to really take off. Learn how the company identifies the right conversations to invest with a mix of both art and science.

Michelle St. Jacques

SVP, Head of Brand and Innovation US

Kraft Heinz Company

4:15pm  

Closing Remarks

4:20pm  

Happy Hour

  • GES
  • gyro:
  • EMA